What Is Marketing Management

Over the last two to three years, the use of direct marketing has increased by almost 20%. Much of this growth in use has been driven by the increasingly important role of the internet in direct marketing. XXBR2 Almost three quarters of larger UK companies use direct marketing as a marketing communication tool. These larger businesses also spend a higher proportion of their marketing budget on direct marketing than most small businesses. XXBR2 Probably around two thirds of direct marketing takes place in the business to business, or b2b market and one third of direct marketing is aimed at consumers. XXBR2 What budget should I allow for direct marketing? XXBR2 Research by the direct marketing industry shows that smaller businesses mostly spend 0.5-1% of their turnover on direct marketing. So, if you business turnover is 500,000, you would commonly expect to allocate between 2500 and 5000 for direct marketing activities. XXBR2 The other way to decide what budget you should allocate to direct marketing, is as a proportion of your overall marketing spend. Most smaller businesses spend up to about 25% of their marketing budget on direct marketing, and larger businesses often spend a far higher proportion – up to half of their budget. XXBR2 What direct marketing tools should I use? XXBR2 The most typical direct marketing tool is direct mail – sending promotional mailings to named individuals in the postal system. Direct mail accounts for about a quarter of the total amount UK businesses spend on direct marketing. XXBR2 The next most desired direct marketing tool is online internet advertising primarily through the use of pay per click advertising and banner adverts.Other direct marketing tools which are used on a fairly frequent basis are magazine display adverts designed to generate a direct response, door drops to consumers’ homes, loose inserts in magazines and newspapers, and field marketing. XXBR2 Telemarketing has decreased in popularity due to the increasing number of registrations with the Telephone Preference Service and Corporate Telephone Preference Service. XXBR2 Newer emerging direct marketing methods include email marketing, which is overcoming initial concerns about the legality of its use by launching newer sources of double opt in email marketing lists. Also growing as a niche tool is mobile marketing, using SMS messaging to interact with consumers on their mobile phones. XXBR2 Which direct marketing tools are the most effective? XXBR2 Recent surveys of the sales generated by direct marketing show that nearly half of sales are generated by online sales from websites on the internet, and around 10% sales are generated by mail order and home shopping type direct marketing activities. The remainder of sales are generated by other direct marketing tools such as telemarketing and field marketing. XXBR2 What direct marketing response rates can I expect? XXBR2 Direct mail is by far the most desired direct marketing tool, accounting for around a quarter of all DM activity. Looking at the response rates from direct mail campaigns, it is commonly accepted that you can expect typical response rates of 1-5% from your mailing. XXBR2


Free Email Marketing Software

Email marketing can be profitable for any business, no matter what kind of product or service you are selling. It is significantly cheaper than other advertising methods and it enables you to build credibility with your subscribers. As a result, you can generate more sales and profits. XXBR2 The foundation of email marketing is a targeted, responsive and permission-based email list. If you have a list of subscribers that trust you and consider you to be an expert in the field of your interest, you are on the right track. XXBR2 Below you will several list building ideas that will help you make the most out of your email marketing. XXBR2 1. Provide useful, relevant and unique content. Your visitors will not give you their email address just because they can subscribe to your newsletter free of charge. You have to provide unique and valuable information that will be useful for your subscribers. XXBR2 2. Add a subscription form to every page of your website. Make it elegant and accessible. Locate it at the top-left corner of your site, as that’s where the human eye will initially travel. XXBR2 3. Make the sign up process as easy as possible. You should not ask for too much information upfront, because you will lose subscribers. Collecting just the name and email address should be enough for most email marketing campaigns. XXBR2 4. Address your visitors’ privacy concerns. Most people are worried that they will receive spam after giving out their email address. Tell your likely subscribers that you respect their privacy and link this statement to a privacy policy page. XXBR2 5. Show an example issue to your visitors. This lets your likely subscribers review your newsletter before they sign up and determine if it is something they’d be interested in. XXBR2 6. Create a web-based newsletter repository. By putting an archive of all of your newsletter issues you can make it more appealing for your visitors to subscribe. You will also generate additional traffic from search engines. XXBR2 7. Contact other newsletter publishers. Let them know that you’d be interested to announce their newsletter if they are up to do the same for you. This way, both of you can build your lists faster. XXBR2 8. Give away useful free stuff. Write an ebook or a PDF report. Hire a programmer to create downloadable or web-based software. Then give it away to your visitors provided that they join your list. XXBR2 9. Request that your subscribers pass it on. Word of mouth is a powerful viral technique that works great with email marketing. If your subscribers find the content you share with them to be useful and informative, they will pass your newsletter on to their friends. This can be a good source of new subscribers. XXBR2 10. Let others reprint your newsletter, as long as its content is unmodified. Many webmasters and newsletter publishers are actively looking for high quality content, and if they reprint your newsletter, you will get new subscribers, traffic and links pointing to your site. XXBR2 11. Include a “Sign Up” button in the newsletter. If you are using plain text instead of HTML, provide a text link to your subscription page. You may feel that this is not required, because the subscriber is already on your list, but remember that your readers will forward your newsletters to others, or reprint it online. You need to make it easy for them to subscribe. XXBR2 12. Add a squeeze page. A squeeze page is typically designed only to build your list. It features a powerful headline and a couple of most important benefits that should make your subscribers salivate to sign up to your list. Once created, use a service such as WordTracker to find hundreds targeted keywords, and advertise on them using pay per click advertising on Google, MSN and Yahoo. XXBR2 13. Include testimonials in your squeeze page. This is crucial. Put 1 or 2 strong testimonials from satisfied subscribers on your squeeze page. This can be in any format, but you may find that multimedia (audio or video social proof) is more believable”. People like to follow footsteps of other people. XXBR2 14. Blog religiously. Blogging is a great way to communicate with your likely customers, and it creates a nice synergy with your email marketing. Be sure to include your newsletter sign up form on each page of your blog. XXBR2 15. Use co-registration service to build your list. Co-registration is a great way to build your email list. Your newsletter’s ad appears on other website’s and their visitors are able to check your subscription box and become added to your list. A good co-registration service can be found at GetSubscribers.com. XXBR2 Simon Grabowski is an owner of the web-based GetResponse email marketing software that makes it easy for thousands of marketers and small businesses to send their newsletters and build their email lists. Try GetResponse free of charge at http://www.getresponse.com XXBR2


New Product Marketing Strategy

Every successful business started with a very good marketing strategy that made it more competitive with other businesses in its field. It does not mean that successful business shave more resources to start with. However, these businesses are the ones who knew how to maximize whatever resources they already have and used them to their advantage. XXBR2 Marketing strategy is really all about considering the resources available to the company and then finding a way to make sue of these strategies in the most creative way possible. It is not so much about how much resources a business has at its disposal but how creative they can get to make the minimal resources they have to work for them. XXBR1 XXBR1 Take a small grocery business faced with a bigger competitor. This grocery has to find a way to be more competitive given the minimum resources it has at its disposal compared to its competitor. XXBR2 As a marketing strategy, the small grocery store offered additional value added services to its clients. It can be in the form of loyalty stubs that can be changed for some items after a while, free car cleaning or even free coffee for shoppers at certain periods. All these are marketing strategies that are aimed at making the small grocery more competitive in the neighbourhood. XXBR2 A marketing strategy is a product of a good marketing plan that will give the framework as to how the strategy can be implemented. In this case, the management of the small grocery may have come up with a marketing plan detailing all the extra services that may be of interest to its clients. The marketing plan signifies the methods of implementing the said marketing strategy. XXBR2 Some small business fear competing with bigger businesses with more capital. However, if a business has a very good product it can compete with its competitors provided it has prepared an effective marketing campaign or marketing strategy for its business. XXBR2 A marketing strategy is usually based on a marketing goal. The strategy is implemented with the view of achieving something during a certain period. Each company can come up with different marketing strategies depending on the products or services they are dealing with. XXBR2 Some companies that have lesser capital can find a niche and then concentrate on that niche. Its competitors may be looking at the general market and it cannot compete on that level due to limited resources. However the company can find a niche and then concentrate on this niche. XXBR2 The popularity of the internet has produced a new generation of internet marketers who address their marketing to the e-market. This means the marketing strategies may be a little different from traditional marketing strategies since it is directed towards a different audience. XXBR2 Internet marketing makes use of a lot of marketing tools like email marketing, website development, building of a massive opt-in list, online purchases, link backs and a lot of other methods. XXBR2 A marketer can provide both online and traditional marketing strategies for a business. However, he should bear in mind that the aim of marketing is really to sell the business and to encourage the target market to look at the products or services, consider them as among his choices and then prioritizing such products and services when it is time to part with his money. XXBR2


Credit Card Marketing Strategies

If you’re selling a product on the Internet, accepting credit card payments and enabling your customers to purchase your products through your web site is a must. However, if you’re just starting out, you may not be sure where to start. XXBR2 Sure, you’ll need a web site and product, but how will you accept credit card payments through your web site? Will you need a merchant account? How much will it cost? So, are there monthly fees? If you have a digital product, how will you deliver your product to your customer? The process can be very intimidating. However, after reading this article, you will see just how simple it really is. XXBR2 When the Internet first began, there weren’t many choices when it came to accepting payment through your web site. You either had a merchant account, which was mostly quite costly, or you had to provide a mailing address for your customers to ‘snail’ mail you checks and money orders. Eventually, online business owners were able to accept checks online, which made things a little easier. XXBR2 And so today, however, there are many options when it comes to accepting credit card payments through your web site. Online payment processors will enable you to begin accepting payments – in a matter of days – without a merchant account or monthly fees. You are mostly only charged a fee when and if you make a sale. XXBR2 The two most desired payment processors for online businesses are ClickBank and PayPal: XXBR2 ClickBank http://www.clickbank.com XXBR2 ClickBank is a payment processing service that will enable you to sell digital products. They will enable you to accept Visa, MasterCard, American Express, Discover, Eurocard, Visa-Debit, MasterCard-Debit, Novus credit cards, electronic checks and PayPal. Services are available for US and non-US merchants. XXBR2 They charge a small one-time activation fee and a small fee per sale. However, they do not charge a monthly fee. If you don’t make any sales, there are no additional fees. XXBR2 ClickBank also enables you to have your own affiliate program, which will enable you to increase the sales of your product. They provide a market place where you can advertise your products and affiliate marketers can learn how they can sell your products for a commission of the sales. XXBR2 One of the best benefits of using ClickBank is that they handle everything for you. Not only do they take care of all the money and pay your affiliates, but they also send you a check twice a mo for the sales that have been made. XXBR2 PayPal http://www.paypal.com XXBR2 PayPal will enable any business or consumer and an email address to securely send and receive payments online. You can also accept Visa, MasterCard, American Express, Discover credit cards and electronic checks. You can sell with PayPal through an online auction, on your own web site, or as part of an online marketplace. They also offer recurring billing. There are no setup fees. However, they charge a small fee per transaction. Services are available for US and non-US merchants. XXBR2 Like ClickBank, PayPal has a market place where you can list your product; however, there is a fee. Unlike ClickBank, affiliates cannot sign up to sell your product through PayPal. Instead, if you want an affiliate program, you must set up your own affiliate system. XXBR2 One of the best benefits of opening a PayPal account is that it is basically an online paperless bank account. You can deposit and withdraw money, use a PayPal debit card at any store that accepts Mastercard, and even get a PayPal charge card if you’d like. XXBR2 Integrating Your Payment Processor with Your Web Site XXBR2 When you sign up with either ClickBank or PayPal, you will be provided with a snippet of HTML code to place within your web page. Simply paste the code into the HTML portion of your web page where you would like your button to appear. Once the button appears, your visitors can click on it to purchase your product. It is that simple. XXBR2 Delivering Your Digital Product to Your Customer XXBR2 When using either ClickBank or PayPal to process your payments, they will ask you to provide them with the web address of your ‘Thank you’ page, also known as a ‘Download’ page. This is the web page your customers will be sent to once they complete their purchase. This page should be used to thank your customer for purchasing your product and tell them how much their credit card has been charged and by whom. In addition, you will need to provide instructions on this page to assist your customer in downloading your product. XXBR2 To create a download link on your ‘Thank you’ page, most servers will allow you to simply link to the file on your web server. When your customer clicks on your download link, a download window will load and enable them to save your product to their computer. If this method of linking doesn’t work for you, contact your server administrator for assistance. XXBR2 Online payment processing services will enable you to quickly and easily accept credit card payments through your web site. They provide a quality service for Internet marketers at a reasonable price. Visit these great sites and start accepting payment through your web site in just a matter of days. You’ll be glad you did. XXBR2